Dubai’s Roads and Transport Authority has partnered with mobile phone giant, Nokia on a new media campaign aimed at targeting drivers who use mobile phones while driving. The 12-month campaign is expected to roll out before the middle of August and will initially only target print, with radio a possibility further down the line.
The creative for the campaign was produced by Ikon and the tagline is: ‘Drive Safe. Talk Handsfree’. The campaign highlights the dangers of using a mobile to make calls when at the wheel. Currently, offenders caught driving while using mobiles face a Dhs200 fine and four ‘black’ points on their driving licences. Speaking of the need for the city’s drivers to take road
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